LinkedIn recently announced the discontinuation of the “My Company” tab, set to take effect on November 30, 2024. For organizations that utilized this feature to drive employee engagement and create a sense of community on the platform, this change will require a shift in strategy. While this may seem like a loss, it also presents an opportunity for businesses to find new and innovative ways to foster internal connection and advocacy using LinkedIn’s remaining features.

What Was the “My Company” Tab?

 

The “My Company” tab provides businesses with a space to enhance employee engagement on LinkedIn. It allowed companies to communicate directly with their employees, share company updates, and celebrate achievements internally. This tool also enabled employees to amplify company content within their professional networks, turning them into brand advocates and helping align internal teams with the company’s external messaging.

The tab was especially valuable for companies that used LinkedIn to reinforce their culture and keep employees informed about key milestones. By facilitating both internal communication and external visibility, it played a crucial role in boosting brand identity through employee participation.

Why Is LinkedIn Removing the Feature?

While LinkedIn has not shared specific reasons for discontinuing the “My Company” tab, the decision likely reflects an effort to streamline the platform and refocus on core features that drive broader professional networking. By simplifying the tools available, LinkedIn may be prioritizing functionalities that contribute more directly to external engagement and professional connections.

What Should Businesses Do Moving Forward?

As the “My Company” tab is phased out, organizations will need to reimagine how they engage employees on LinkedIn. Although this feature will no longer be available, there are still ways to keep employees engaged and active on the platform.

Here are a few approaches businesses can take:

  • Maximize Company Page Engagement: Without the “My Company” tab, your LinkedIn company page can still be a hub for sharing important updates, celebrating milestones, and engaging employees. Encouraging employees to interact with public posts—through likes, comments, and shares—can keep the sense of community alive. Sharing industry news, company achievements, and team accomplishments publicly will help maintain employee involvement and continue promoting the brand externally.
  • Create Public Employee Spotlights: Recognizing employees publicly for their contributions or successes can help maintain morale and foster a sense of belonging. Highlighting employee stories or showcasing teams that have completed key projects can also enhance your brand’s culture while motivating staff.
  • Foster Peer Interaction: Encourage employees to comment on and engage with each other’s posts. Although the “My Company” tab allowed for more controlled internal communication, facilitating a culture of interaction through existing LinkedIn tools can help maintain those relationships across the broader platform.

What to Keep in Mind

The end of the “My Company” tab doesn’t mean the end of internal advocacy on LinkedIn. It simply requires a shift in how businesses approach these goals. Focus on keeping employees involved by integrating their activities into your broader company page strategy, allowing them to continue to amplify your brand through personal engagement.

By fostering a culture of recognition and open communication on LinkedIn, businesses can keep their internal teams connected and motivated, even without the dedicated internal space previously provided by the “My Company” tab.

The Goose Digital Advantage

Navigating changes like LinkedIn’s discontinuation of the “My Company” tab requires adaptability and a creative approach. At Goose Digital, we help organizations rethink how they use digital platforms to engage both employees and external audiences. Our expertise in digital marketing strategy and operations ensures that your company can continue building strong internal and external relationships, even as platform features evolve.

Contact Goose Digital today to discuss your marketing strategy or get a free assessment of your marketing needs.